Comparative study of Comparative study of different brands for kid’s different brands for kid’s

wearswears

Prepared by:- Esha Kalra Rupesh Mutreja Savita Kalwaniya Sohil Nandwani

INTRODUCTIONINTRODUCTION

Fashion always remained a concern for Fashion always remained a concern for the adult’s wear but slowly children’s the adult’s wear but slowly children’s wear also entered into the mass wear also entered into the mass production form in the 1870s. At that production form in the 1870s. At that stage children were dressed like stage children were dressed like miniature adults, with little thoughts miniature adults, with little thoughts given to designing or comfortable given to designing or comfortable parameters but around 1920s, the parameters but around 1920s, the children’s clothing industry began to go children’s clothing industry began to go for innovative and creative ideas along for innovative and creative ideas along with comfort parameters.with comfort parameters.

Going towards the main area, kid’s wear Going towards the main area, kid’s wear is divided into four large categories:-is divided into four large categories:-

PracticalPracticalDressyDressyPrice conscious, andPrice conscious, andUpscaleUpscale

Practical clothes are the best selling Practical clothes are the best selling category amongst the all.category amongst the all.

Above all, the kid’s wear must be Above all, the kid’s wear must be comfortable to them. Mostly the kid’s comfortable to them. Mostly the kid’s wear are made up from natural fibers wear are made up from natural fibers most preferably by cotton and wool most preferably by cotton and wool and the most commonly used and the most commonly used synthetic fibers are acrylic, rayon, synthetic fibers are acrylic, rayon, polyester, nylon etc. polyester, nylon etc.

In our project, we want to study In our project, we want to study different brands of kid’s wear in different brands of kid’s wear in terms of their design/aesthetics terms of their design/aesthetics qualities. This study will help us to qualities. This study will help us to get data about existing design and get data about existing design and hence we are able to find the ‘voids’ hence we are able to find the ‘voids’ in existing brands. These voids will in existing brands. These voids will act as a further source of inspiration act as a further source of inspiration for different brands.for different brands.

MATERIALSMATERIALS

In our project, we will study the In our project, we will study the comparison of different brands in comparison of different brands in children’s wear industry. We will look children’s wear industry. We will look after the concept that which after the concept that which company is concentrating more upon company is concentrating more upon quality or designing. quality or designing.

In this case, different In this case, different brands are the brands are the materials and we are materials and we are going to comparegoing to compare

some brands like:-some brands like:- LITTLE KANGAROOSLITTLE KANGAROOS DISNEYDISNEY RAYMONDRAYMOND 365365 KIDS KINGDOM KIDS KINGDOM GREEN APPLEGREEN APPLE

GINI AND JONYGINI AND JONY MONNALISA MONNALISA ZAPPZAPP LILLIPUTLILLIPUT BARBIEBARBIE RUFF KIDSRUFF KIDS RUFF BABYRUFF BABY MILOUMILOU

The material categories The material categories will depend upon will depend upon common range among common range among all the brands.all the brands.

METHODSMETHODS

SURVEYS RESEARCH-SURVEYS RESEARCH-It is one of the most popular It is one of the most popular

methods of investigation, because methods of investigation, because a study of the attributes and a study of the attributes and variables in relation to the variables in relation to the population is easier and is of population is easier and is of course more accurate. It suffers course more accurate. It suffers from a negligible magnitude of from a negligible magnitude of error. These days, survey has error. These days, survey has become an effective method for become an effective method for research. research.

This is possible with the help of This is possible with the help of personal interviews which are personal interviews which are backed by questionnaires, a backed by questionnaires, a mailed questionnaires, direct mailed questionnaires, direct oral observation etc.oral observation etc.

Management researchers extensively Management researchers extensively make use of the surveys research make use of the surveys research method for the purpose of evaluating method for the purpose of evaluating various functional areas of various functional areas of management.management.

Surveys research has been widely Surveys research has been widely accepted because of its acknowledged accepted because of its acknowledged

merits –merits –

It has a greater amount of objectivity.It has a greater amount of objectivity. The study has a greater reality in its findings and The study has a greater reality in its findings and

conclusions.conclusions. The survey method is the most scientific method for The survey method is the most scientific method for

obtaining reliable data and dependable results.obtaining reliable data and dependable results. It is possible during the course of survey, to throw It is possible during the course of survey, to throw

light on many actual important problems, which light on many actual important problems, which would otherwise have been hidden.would otherwise have been hidden.

The survey is extensively used in all the areas of The survey is extensively used in all the areas of investigation, especially because of its obvious investigation, especially because of its obvious merits.merits.

Direct observations of the population are possible Direct observations of the population are possible resulting in more accurate results.resulting in more accurate results.

Use of Chi-square testUse of Chi-square test

It is a statistical measure used in the It is a statistical measure used in the context of sampling analysis for context of sampling analysis for comparing a variance to a theoretical comparing a variance to a theoretical variance. It can also be used to make variance. It can also be used to make comparison between theoretical comparison between theoretical populations from surveys and actual populations from surveys and actual data got from sales records of shops, data got from sales records of shops, when categories are used. when categories are used.

This test makes it possible for all This test makes it possible for all researchers to:-researchers to:-

Test the goodness for fit.Test the goodness for fit.Test the significance of association Test the significance of association

between two attributes.between two attributes.Test the homogeneity.Test the homogeneity.

How this test is suitable for How this test is suitable for our project?our project?

This test is suitable for our project This test is suitable for our project because of following reasons:because of following reasons:

All the items in the sample are All the items in the sample are independent.independent.

The overall number of items is also The overall number of items is also very large.very large.

LITERATURELITERATURE

If we look on the kids apparel market If we look on the kids apparel market size in India, it is over Rs.13,000 size in India, it is over Rs.13,000 crore, of which branded segment crore, of which branded segment consist of Rs. 3,000 crore, according consist of Rs. 3,000 crore, according to a research conducted by KSA to a research conducted by KSA Technopak recently. Technopak recently.

To exploit this increasing brand awareness, To exploit this increasing brand awareness, firms like Pantaloon, Raymond, Spykar, DS firms like Pantaloon, Raymond, Spykar, DS Corporation and Milou are launching Corporation and Milou are launching exclusive stores for the kid’s apparels. exclusive stores for the kid’s apparels. Today, even educational trips for the children Today, even educational trips for the children are being organized tin malls (gone of the are being organized tin malls (gone of the days when kids wear being taken to Zoos, days when kids wear being taken to Zoos, Museums and fortresses. Now, with branded Museums and fortresses. Now, with branded kids wear market growing at over 20 kids wear market growing at over 20 percent, every company wants to capture a percent, every company wants to capture a slice of booming market. slice of booming market.

Now some examples showing the Now some examples showing the marching of the industries towards the marching of the industries towards the

kids apparel market:-kids apparel market:-Pantaloon has entered into a 50:50 Pantaloon has entered into a 50:50

joint venture with Gini & Jony to set joint venture with Gini & Jony to set up a retail chain to market kids up a retail chain to market kids apparel. apparel.

Ds Corporation which has brands like Ds Corporation which has brands like Ruff Kids and Ruff Baby, is also Ruff Kids and Ruff Baby, is also planning to increase the number of planning to increase the number of stores from 14 to 50 in the next five stores from 14 to 50 in the next five years. years.

Raymond has also recently introduced its maiden Raymond has also recently introduced its maiden kids wear brand “ZAPP”. With its first outlet kids wear brand “ZAPP”. With its first outlet running in Ahmedabad, the company plans to set running in Ahmedabad, the company plans to set up 12 “ZAPP” stores across the key metros of the up 12 “ZAPP” stores across the key metros of the country by the yearend, will cater to children country by the yearend, will cater to children between 4 and 12 years. The company has between 4 and 12 years. The company has signed an agreement with ‘Warner bros’ (has a signed an agreement with ‘Warner bros’ (has a say in quality control) to bring up superman say in quality control) to bring up superman merchandise to India. The textile major will sell, merchandise to India. The textile major will sell, Superman Apparel for two of its kids wear brands Superman Apparel for two of its kids wear brands “ZAPP” as well as the premium outdoor life style “ZAPP” as well as the premium outdoor life style brand “PARX”. It has been observed that the brand “PARX”. It has been observed that the company responds very fast to the fashion company responds very fast to the fashion trends. trends.

Jeans companies like Spykar, pepe Jeans companies like Spykar, pepe Jeans and Killer are trying to join the Jeans and Killer are trying to join the brand wagon by launching new brand wagon by launching new brands as Spykar jeans will be brands as Spykar jeans will be launching two kids wear brands next launching two kids wear brands next year named as ‘Undercover kids’ and year named as ‘Undercover kids’ and ‘Forays’.‘Forays’.

International brands like “Tommy International brands like “Tommy Hilfiger”, “Free Look Junior”, Adam Hilfiger”, “Free Look Junior”, Adam Kids”, “Walt Disney” and “Benetton” Kids”, “Walt Disney” and “Benetton” are also making efforts to foray in are also making efforts to foray in India. These brands are mainly India. These brands are mainly taking the tie-up root with local taking the tie-up root with local companies. companies.

Swiss kids wear brand “Milou” has Swiss kids wear brand “Milou” has entered the Indian market in entered the Indian market in collaboration with Tirupur-based collaboration with Tirupur-based Sreeja hosieries. With its first store Sreeja hosieries. With its first store running in Chennai, Milou plans to running in Chennai, Milou plans to open about 15 to 20 stores over the open about 15 to 20 stores over the next 2 or 3 years. next 2 or 3 years.

Italian kids wear brand “Monnalisa” is Italian kids wear brand “Monnalisa” is entering the Indian market through a entering the Indian market through a firm Kads Fashion of India. Monnalisa firm Kads Fashion of India. Monnalisa manufactures of children’s wear from manufactures of children’s wear from 0 to 12 years. They not only focus on 0 to 12 years. They not only focus on the world of children’s wear but also the world of children’s wear but also on charitable and cultural initiatives on charitable and cultural initiatives that support and stimulate the that support and stimulate the imagination of the very young. imagination of the very young.

The Walt Disney Company will launch Disney The Walt Disney Company will launch Disney Jeans in the country through brand “Disney” for 4 Jeans in the country through brand “Disney” for 4 to 14 years aged children. “Disney aims to create to 14 years aged children. “Disney aims to create a line of products that meet the quality and values a line of products that meet the quality and values of Indian consumers while offering design and of Indian consumers while offering design and styling that match international fashion trends”, styling that match international fashion trends”, managing director, Walt Disney Company (India) managing director, Walt Disney Company (India) has said. Indus clothing plans to invest Rs.21 crore has said. Indus clothing plans to invest Rs.21 crore to set up 20 exclusive Disney Jeans stores by the to set up 20 exclusive Disney Jeans stores by the end of 2007 and take the number to 50 by 2008. end of 2007 and take the number to 50 by 2008. They will manufacture and market the range of They will manufacture and market the range of non-character apparel and fashion accessories, non-character apparel and fashion accessories, which will be retailed through exclusive Disney which will be retailed through exclusive Disney Jeans Stores in high-end shops, malls, key retail Jeans Stores in high-end shops, malls, key retail chains and multi-brand outlets across the country. chains and multi-brand outlets across the country.

Ruff has become the leading brand and since Ruff has become the leading brand and since continued to be the number one high fashion continued to be the number one high fashion clothing for kids. This brand analogous with the clothing for kids. This brand analogous with the international styles, Ruff is ahead of its time and international styles, Ruff is ahead of its time and offers the customers enormous choice of style, offers the customers enormous choice of style, attitude, and fashion appeal. After the grand attitude, and fashion appeal. After the grand success of “Ruff”, a high fashion brand kids success of “Ruff”, a high fashion brand kids clothing, its manufacturers, has launched “365” clothing, its manufacturers, has launched “365” offering super casual wear for all 365 days a year. offering super casual wear for all 365 days a year. Whether it is a picnic or play time, the clothes Whether it is a picnic or play time, the clothes allow kids to loosen up, chill out with trendy allow kids to loosen up, chill out with trendy styles, colors, prints, and a comfortable feel. styles, colors, prints, and a comfortable feel.

Raymond textile has also made a tie-up Raymond textile has also made a tie-up with Belgian denim major UCO NV to form with Belgian denim major UCO NV to form a 50:50 joint venture. The new company a 50:50 joint venture. The new company will be called as Raymond UCO Denim Pvt. will be called as Raymond UCO Denim Pvt. Ltd. It will manufacture children’s wear for Ltd. It will manufacture children’s wear for 4 to 12 aged kids concentrating more 4 to 12 aged kids concentrating more upon the looks of a garment. Raymond upon the looks of a garment. Raymond UCO will manufacture premium denim UCO will manufacture premium denim fabric, which will be priced higher than the fabric, which will be priced higher than the regular denim. This is because of the regular denim. This is because of the company’s position as the value-added company’s position as the value-added segment. segment.

OCEAN is one of the largest manufacturers OCEAN is one of the largest manufacturers of high quality premium wear for the quality of high quality premium wear for the quality buyers. It is a leading kidswear brand buyers. It is a leading kidswear brand offering readymade garments for boys from offering readymade garments for boys from 4 years to 15 years. As said, their 4 years to 15 years. As said, their endeavours to create range of garments endeavours to create range of garments that are at par with the finest in the world, that are at par with the finest in the world, has lead them to seek out to finest in man, has lead them to seek out to finest in man, machine and material and made them one machine and material and made them one of the largest fully integrated boys of the largest fully integrated boys manufacturing companies in India. The manufacturing companies in India. The product portfolio comprises trousers, product portfolio comprises trousers, cargos, jeans, t-shirts and shirts for boys. cargos, jeans, t-shirts and shirts for boys.

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